Effective PR Research, Measurement & Evaluation
2024-06-06 09:00 - 2024-06-07 12:00 (Pacific/Auckland) | Online
Wednesday 4th June 2025 @ 7:30am - 9:00am

OverviewShifting Kiwi attitudes to the risk of harm is a significant challenge for any engagement campaign, but it’s one that ACC has met head on with ‘Have a hmmm’. Four years on, this recognisable campaign is still driving behaviour change and positively impacting New Zealanders. At this breakfast session, hear from the social marketing experts behind the ‘Have a hmmm’ public engagement programme, which aims to connect New Zealanders to interventions that support their wellbeing and protect them from injury. Research shows almost all injuries are predictable and therefore preventable. Based on that understanding and built on behaviour change principles, ‘Have a hmmm’ encourages people to stop and think about how getting injured could impact their family, friends, and workmates. Since launching in 2021, the campaign has led to continuous year-on-year increases in the number of New Zealanders who say advertising and other activations have motivated them to take steps to prevent injuries to themselves or others. Helen Mills and James Whitaker will share their insights on developing an evidence-based approach to changing attitudes and behaviour, how they’ve maintained support amidst tight budgets and changing priorities, and what they’re doing to ensure ‘Have a Hmmm’ continues to have an impact over time. Helen will also share her ‘light and tasty’ tips for communicators working to drive behaviour change. This event is free for those with waged/unwaged memberships. If you are not a PRINZ member, join or renew now to unlock the free member rate for this event.

Thank you to the team at Beyond Recruitment for hosting this event.

Your panellists are:Helen MillsHelen is an experienced marketing and communications professional, primarily in the FMCG, technology and government sectors. As a Customer Engagement Partner at ACC, Helen’s role is to support the achievement of our injury prevention goals and build safe and resilient communities across Aotearoa New Zealand through targeted public engagement programmes.

James WhitakerAfter twenty years in a range of senior marketing roles, James is now an ACC media spokesperson and is at the helm of ACC’s ‘Have a hmmm’ behaviour change campaign. A few of James’ career highlights include: marketing manager for Trade Me launching and managing NZ Police’s Better Work Stories campaignestablishing and growing NZ Police’s social media presence to over a million followersmotivating New Zealanders to better support at-risk children and young people.

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